Impact of Computer-Generated Images on LODGSCAPE Perceptions and Visit Intentions

ABSTRACT

Previous studies have recognized that the quality of physical environment influences customers’ satisfaction and positive behavioral outcome. A limited number of studies have incorporated an extensive range of hotel guestroom servicescape attributes into their instruments. The purpose of this study is to examine the multidimensional role of perceived servicescape of computer-generated images (CGI) of hotel rooms that are displayed on hotel websites. This study has two objectives: (a) To develop an instrument that comprehensively measures multidimensional perceived servicescape quality of a 3-D CGI depiction of hotel guestrooms; (b) To measure the effect of different 3-D CGI servicescape dimensions on expected guestroom satisfaction and behavioral intentions. Guestroom aesthetics, layout, light, and furniture quality were identified as factors of the LODGSCAPE instrument. Two factors, aesthetics and layout had significant effects on customer satisfaction. The results suggest that hotel management should emphasize guestroom aesthetics at the expense of lighting and furniture quality.

以前的研究表明，酒店的物理环境会影响顾客的满意度和是否带来积极行为。一定数量的研究将广泛的酒店客房服务性质也纳入研究范围。本研究旨在考察酒店网站上计算机生成的客房图像（CGI）对感知的多重影响。本研究有两个目标：（a）制定一个工具来全面度量酒店客房的三维CGI描述的多维感知服务质量；（b）衡量不同的三维CGI服务层面对预期的客房满意度和行为意图的影响。在研究中，将客房美观度、布局、光照和家具质量作为LODGSCAPE仪器的衡量因素，其中美观度和布局这两个因素对客户满意度有重大影响。结果表明，酒店管理应强调客房美观度，可以适当牺牲照明和家具质量。

KEYWORDS:

• Computer-generated images
• guest satisfaction
• hotel design
• LODGSCAPE
• servicescape